Consumers Will Share Location in Exchange for Value

Some 53 percent of U.S. mobile users say they are willing to share their location to receive more relevant content. Mobile consumers under the age of 34 are more eager to share, with 60 percent offering their location for better information. The U.K. trends even higher, with 69 percent willing to share location information. Some of that interest stems from growing use of mobile devices for retail shopping, where precise information about offers and incentives is most valuable when it is correlated with a user's location.

That actually should not come as a surprise. Consumers are capable of making rational decisions about exchanges of value. Most people do not like advertising, especially poorly-targeted advertising. They will typically tell a researcher that, without fail. But consumers also are willing to trade. Given a choice between ad-supported content and paying for content, they'll mostly choose the ad-supported version. Location information probably will be the same sort of exchange. Give consumers something of value and they'll supply location information.

About 52 percent of respondents expect to use their mobile device more for holiday shopping this season, compared to last year. Also, 31 percent said the ability to compare prices is the most valuable aspect of mobile content when shopping.

When it comes to proximity, 29 percent want sales and promotions within one mile of a store, while 24 percent want promotions within 10 miles of the store.

Some 38 percent prefer to receive local deals using email and 78 percent spend less than $50 on local deals. The average mobile consumer now owns 2.4 connected devices.

JiWire.com